Communication Matters

The Pros and Cons of Content-Related Technology

The Pros and Cons of Content-Related Technology

Investment communications demand high volumes and tight deadlines, with no room for error. Technology solutions can help manage, distribute, and even create content.

But any professional writer knows there can be downsides to tech tools. Here’s what financial services firms need to consider before adding a new technology tool.

Shadow Work: Tech solutions, whether out-of-the-box or customized, need setup and maintenance – often more than you expect.

Change Management: People need time to get used to a new system – and managing holdouts involves clunky workarounds.

You Have to Check the Tech: You can’t afford mistakes, so you’ll need to double-check results, fix glitches, and add context and perspective.

Technology is a tool to aid – but not replace – communication. Tech solutions can make, package, and distribute content. But they don’t manage themselves, and they can’t spot important information or add insight.\

Before committing to any new technology, you need to pinpoint:

What you want it to do: Needing more outputs isn’t the same as seeking to reduce time spent producing them.

What it can do: Set clear goals for how the technology will improve your content creation process.

What it can’t do: Know what decisions, management, and information will go into making the technology do what you want – be sure you’re not just substituting new problems for old.

Don’t underestimate the challenges content-related technologies can generate. Talk to professionals who’ve worked with different tools in different settings to find the technology solution that’s right for your company.

Partner with a resource who will take time to understand your specific needs and can develop training, testing, and evaluation procedures to make sure your technology serves your goals.